View source for Snickers

{{short description|Brand of chocolate bar}}
{{About|the chocolate candy bar||}}
{{redirect|Marathon bar|the Mars rival to Curly Wurly in the US|Curly Wurly}}
{{Use mdy dates|date=April 2024}}
{{infobox brand
| logo                   = Snickers logo (2000-2005).svg
| logo_caption = Logo used from 2000 to 2005 and used as a secondary logo on current year
| name                   = Snickers
| image                  = [[File:Snickers-broken.png|240px]]
| type                   = [[Confectionery]]
| currentowner           = [[Mars Inc.]]
| origin                 = United States
| introduced             = 1930;<ref name=about/> {{Years or months ago|1930}}
| discontinued           = 
| related                = 
| markets                = Worldwide
| previousowners         = 
| trademarkregistrations = 
| ambassador             = 
| tagline                = ''Maybe You Just Need a Snickers.'' <br />''You're Not You When You're Hungry.''
| website                = {{URL|snickers.com}}
}}

{{Infobox nutritional value
| name = Snickers
| image = 
| image_size = 240px
| image_alt = 
| caption = 
| serving_size = 47 g
| kcal = 220
| carbs = 29
| starch = 
| sugars = 24
| lactose = 
| fiber = 1.0
| fat = 10.0
| satfat = 4.00
| transfat = 0.2
| monofat = 
| polyfat = 
| omega3fat = 
| omega6fat = 
| protein = 4.0
| tryptophan = 
| threonine = 
| isoleucine = 
| leucine = 
| lysine = 
| methionine = 
| cystine = 
| phenylalanine = 
| tyrosine = 
| valine = 
| arginine = 
| histidine = 
| alanine = 
| aspartic acid = 
| glutamic acid = 
| glycine = 
| proline = 
| serine = 
| hydroxyproline = 
| water = 105 mg
| cholesterol = 5 mg
| alcohol = 
| caffeine = 
| vitA_ug = 
| vitA_iu = 
| betacarotene_ug = 
| lutein_ug = 
| thiamin_mg = 
| riboflavin_mg = 
| niacin_mg = 
| pantothenic_mg = 
| vitB6_mg = 
| folate_ug = 
| vitB12_ug = 
| choline_mg = 
| vitC_mg = 
| vitD_ug = 
| vitD_iu = 
| vitE_mg = 
| vitK_ug = 
| calcium_mg = 40
| iron_mg = 
| magnesium_mg = 
| manganese_mg = 
| phosphorus_mg = 
| potassium_mg = 
| sodium_mg = 110
| zinc_mg = 
| opt1n = 
| opt1v = 
| opt2n = 
| opt2v = 
| opt3n = 
| opt3v = 
| opt4n = 
| opt4v = 
| note = 
| source = https://ndb.nal.usda.gov/ndb/foods/show/45248489
| source_usda = https://ndb.nal.usda.gov/ndb/foods/show/45248489
| noRDA = 
}}

'''Snickers''' (stylized in [[all caps]]) is a [[chocolate bar]] consisting of [[nougat]] topped with [[Caramel#Candy|caramel]] and [[peanut]]s, all encased in [[milk chocolate]].<ref>{{cite web |url=http://www.zeer.com/Food-Products/Snickers-Candy-Bar/000030792 |title=Snickers Candy Bar |publisher=Zeer.com |access-date=January 15, 2010 |archive-url=https://web.archive.org/web/20100226134800/http://www.zeer.com/Food-Products/Snickers-Candy-Bar/000030792 |archive-date=February 26, 2010 |url-status=dead }}</ref> The bars are made by the American company [[Mars Inc.]] The annual global sales of Snickers is over $380 million,<ref>{{Cite web |last=Schultz |first=E.J. |date=September 20, 2012 |title=Snickers Surging to Top of Global Candy Race |url=https://adage.com/article/news/snickers-surging-top-global-candy-race/237349 |access-date=2022-11-01 |website=[[Ad Age]]}}</ref><ref>{{Cite web |last=Bhasin |first=Hitesh |date=December 4, 2017 |title=SWOT Analysis of Snickers |url=https://www.marketing91.com/swot-analysis-snickers/ |access-date=2023-11-21 |website=Marketing91}}</ref><ref>{{Cite web |date=April 24, 2023 |title=Top 10 Largest Candy Brands in the United States |url=https://www.zippia.com/advice/largest-candy-brands/ |access-date=2023-11-21 |website=Zippia}}</ref> and it is widely considered the bestselling candy bar in the world.<ref>{{Cite web |last=Mychelle |first=Blake |title=Best Selling Candy Bars Around the World |url=https://www.lovetoknow.com/food-drink/ingredients-supplies/best-selling-candy-bars |access-date=2023-11-21 |website=LoveToKnow}}</ref><ref>{{Cite web |last=Hanson |first=Dana |date=April 6, 2023 |title=The 10 Best Selling Candy Bars of All-Time |url=https://moneyinc.com/best-selling-candy-bars/ |access-date=2023-11-21 |website=Money Inc}}</ref>

Snickers was introduced by Mars in 1930 and named after the [[Mars family]]'s favorite horse. Initially marketed as "'''Marathon'''" in the UK and Ireland, its name was changed to Snickers in 1990<ref>{{cite news |url=http://www.csmonitor.com/durable/1999/03/18/p23s2.htm |title=The Marathon candy bar |work=[[The Christian Science Monitor]] |date=March 18, 1999 |url-status=dead |access-date = July 19, 2018 |archive-url=https://web.archive.org/web/20060706162521/http://www.csmonitor.com/durable/1999/03/18/p23s2.htm |archive-date=July 6, 2006 }}</ref> to align with the global brand, differentiating it from an unrelated US product also named Marathon. Snickers has expanded its product line to include variations such as mini, [[dark chocolate]], [[white chocolate]], [[ice cream]] bars, and several nut, flavor, and protein-enhanced versions. Ingredients have evolved from its original formulation to adapt to changing consumer preferences and nutritional guidelines. Despite fluctuations in bar size and controversies around health and advertising, Snickers remains a prominent snack worldwide, sponsoring significant sporting events and introducing notable marketing campaigns.

==History==
In 1930,<ref name=about>{{cite web|title=Global Brands > Snickers|url=http://www.mars.com/global/global-brands/snickers.aspx|archive-url=https://web.archive.org/web/20110728065919/http://www.mars.com/global/global-brands/snickers.aspx|archive-date=July 28, 2011|website=Mars|url-status=dead}}</ref> Mars introduced Snickers, named after the favorite horse of the Mars family.<ref>{{cite book|author=Voorhees, Don|title=Why Do Donuts Have Holes?: Fascinating Facts About What We Eat And Drink|url=https://books.google.com/books?id=9h7fcZFYWVcC&q=snickers+1930+racehorse&pg=PA141|date=2004|publisher=Citadel|isbn=978-0806525518|page=141}}</ref> The Snickers chocolate bar consists of [[nougat]], peanuts, and [[caramel]] with a chocolate coating. The bar was marketed under the name "Marathon" in the UK and Ireland until 1990, when Mars decided to align the UK product with the global Snickers name (Mars had marketed and discontinued an unrelated bar named Marathon in the United States during the 1970s which was similar to the UK's [[Curly Wurly]]). A Marathon retro edition was sold exclusively at the UK [[Morrisons]] supermarket for three months in 2019.<ref>{{cite web|url=https://www.independent.co.uk/news/uk/home-news/snickers-marathon-chocolate-bars-morrisons-a9105926.html|title=Snickers bars to be called Marathon again after nearly 30 years|date=September 15, 2019|website=The Independent|location=London|access-date=April 19, 2022}}</ref>

There are other Snickers products such as Snickers mini (invented by Carlos Calle), dark chocolate, white chocolate, ice cream bars, Snickers with [[almond]]s, Snickers with hazelnuts, Snickers with pecans, Snickers peanut butter bars, Snickers protein and Snickers with Extra Caramel, as well as [[espresso]], fiery, and sweet & salty versions.<ref>{{cite web |url=https://www.delish.com/food-news/news/a56086/snickers-new-flavors/ |title=[UPDATED] Snickers' Three New Flavors Are Now in Stores |date=June 14, 2018 |website=Delish|access-date=2018-07-01}}</ref><ref>{{Cite web|url=http://www.foodreference.com/html/fsnickerscandy.html|title=Food Facts & Trivia: Snickers Candy Bar|website=foodreference.com}}</ref><ref>{{Cite web|url=https://www.thedailymeal.com/10-things-you-didnt-know-about-snickers|title=10 Things You Didn't Know About Snickers|date=November 4, 2014|website=The Daily Meal}}</ref><ref>{{Cite web|url=https://classroom.synonym.com/story-snickers-invented-5664.html|title=The Story of How the Snickers Was Invented {{pipe}} Synonym|website=classroom.synonym.com}}</ref><ref>{{Cite web|url=https://www.historyofthings.com/history-of-snickers-candy-bar|title=History of Snickers Candy Bar {{pipe}} History of Things|date=October 14, 2009|access-date=September 3, 2020|archive-date=October 22, 2019|archive-url=https://web.archive.org/web/20191022084817/https://www.historyofthings.com/history-of-snickers-candy-bar|url-status=dead}}</ref><ref>{{Cite web|url=https://www.oldtimecandy.com/collections/walk-the-candy-aisle-snickers|title=Snickers candy bar|website=OldTimeCandy.com}}</ref><ref>{{Cite web|url=https://sites.psu.edu/tota137/2018/09/22/snickers-the-candy-not-the-horse/|title=Snickers the Candy (Not the Horse) {{pipe}} History of Candy|website=sites.psu.edu}}</ref>

In 2024, [[Mars Inc.|Mars]] and [[Jel Sert]] collaborated to market Snickers-flavored pudding and pie mix.<ref name="jelsert">{{cite web
 |title        = Mars Launched Two New Flavors with Their Jel Sert Collab
 |publisher    = fastfoodclub.com
 |author       = Cory Alden
 |date         = May 10, 2024
 |url          = https://www.fastfoodclub.com/p/mars-launched-two-new-flavors-with-their-jel-sert-collab/}}</ref>

== Ingredients ==
A circa 1939 ingredient list for the original bar included white sugar, sweet milk chocolate, corn syrup, peanuts, milk condensed with sugar, coconut oil, malted milk, egg whites and salt.<ref>{{cite web|url=https://www.madeinchicagomuseum.com/single-post/mars-inc|title=Mars Inc. History|website=Made-in-Chicago Museum|access-date=2019-02-18}}</ref>{{irrelevant citation|{{subst:February 2024}}|reason=No ingredients listed after searching|date=February 2024}} By 2019, the ingredients for the original bar had been changed to: milk chocolate (sugar, cocoa butter, chocolate, skim milk, lactose, milkfat, soy lecithin), peanuts, corn syrup, sugar, palm oil, skim milk, lactose, salt, egg whites, artificial flavor.<ref>{{cite web |title=SNICKERS Singles Size Chocolate Candy Bars, 1.86 oz |url=https://www.snickers.com/products/chocolate/snickers-singles-size-chocolate-candy-bars-186-oz-bars |website=Snickers.com |publisher=Mars Wrigley |access-date=28 May 2024}}</ref>

==Caloric value==
The USDA lists the [[Calorie|caloric value]] of a 2-ounce (57 gram) Snickers bar as {{convert|280|kcal}}.<ref>{{cite web|url=https://www.nal.usda.gov/human-nutrition-and-food-safety/dri-calculator |title=Candies, MARS SNACKFOOD US, SNICKERS Bar (NDB No. 19155) |work=USDA Nutrient Database |publisher=USDA |access-date=November 14, 2011 |url-status=live |archive-url=https://web.archive.org/web/20150303184216/http://www.nal.usda.gov/fnic/foodcomp/search/ |archive-date=March 3, 2015 }}</ref> As of 2018, the United Kingdom bar has a weight of {{Cvt|48|g|oz}}, with 245 kcal,<ref>[http://marsnutrition.co.uk/ProductDetails.aspx?pc=32128 Snickers 48g –  Nutrition], marsnutrition.co.uk</ref> and the Canadian bar {{Cvt|52|g|oz}} with 250 kcal.{{citation needed|date=September 2015}}

==Bar weight==
Over the years, the bar weight has [[shrinkflation|decreased]]: Before 2009, in the UK a single Snickers bar had a weight of {{Cvt|62.5|g|oz}}. This weight was subsequently reduced to {{Cvt|58|g|oz}} in 2009,<ref>{{cite web| last = Wilkerson| first = Becky| title = Mars and Snickers reduce bar sizes but not prices| work = Marketing Magazine| date = June 3, 2009| url = http://www.marketingmagazine.co.uk/article/910778/mars-snickers-reduce-bar-sizes-not-prices| access-date = March 31, 2016}}</ref> and to {{Cvt|48|g|oz}} in 2013.<ref>{{cite web|title = Mars and Snickers shrink but prices stay the same| work = The Daily Telegraph|location=London| date = December 16, 2013| url = https://www.telegraph.co.uk/foodanddrink/foodanddrinknews/10518756/Mars-and-Snickers-shrink-but-prices-stay-the-same.html| access-date = March 31, 2016}}</ref> In the United States the listed weight in 2018 was 52.7 g. In Australia, Snickers bars were originally made locally and weighed {{Cvt|53|g|oz}}, however in the late 2010s production moved to China and the bars were shrunk to {{Cvt|50|g|oz}}. In 2022, production returned to Australia and bars further reduced in weight to {{Cvt|44|g|oz}}.

==Products containing Snickers==
Containing approximately {{convert|450|Cal}} per bar,<ref>{{cite web|url=http://www.webmd.com/diet/features/fat-festival-calories-food-fair |title=Fat Festival? Calories in Food at the Fair|access-date=August 13, 2009}}</ref> deep fried [[chocolate]] bars (including Snickers and [[Deep-fried Mars bar|Mars bars]]) became a specialty in [[fish and chips]] shops in [[Scotland]] in 1995,<ref>{{cite news|url=http://news.bbc.co.uk/2/hi/uk_news/scotland/4103415.stm |title=Deep-fried Mars myth is dispelled |publisher=BBC News |date=December 17, 2004 |access-date=June 16, 2009}}</ref> and in the early 2000s, became popular at American [[state fair]]s.<ref>{{Cite web|title=Deep-Fried Sugary Treats Rule Fairgrounds|url=https://abcnews.go.com/GMA/WaterCooler/story?id=124697&page=1|access-date=2022-01-25|publisher=ABC News|location=United States}}</ref>

In 2006, the British Food Commission highlighted celebrity chef [[Antony Worrall Thompson]]'s "[[Snickers pie]]",<ref>{{cite web|url=https://www.bbc.co.uk/food/recipes/database/snickerspie_80041.shtml |title=Food – Recipes – Snickers pie |publisher=BBC |access-date=June 16, 2009}}</ref> which contained five Snickers bars among other ingredients, suggesting it was one of the unhealthiest desserts ever; one slice providing "over {{convert|1250|Cal}} from sugar and fat alone", more than half a day's requirement for an average adult. The pie had featured on his [[BBC]] Saturday programme some two years earlier and the chef described it as an occasional treat only.<ref>{{cite news|url=http://news.bbc.co.uk/1/hi/uk/4682508.stm |title=Celebrity recipe 'most unhealthy' |publisher=BBC News |date=February 5, 2006 |access-date=June 16, 2009}}</ref>

==Advertising==

==="It's so satisfying"===
In 1980, Snickers (and Marathon) ran ads which featured a variety of everyday people discussing why they like Snickers. The ads featured a jingle that said "It's so satisfying" and depicted a hand that would open and close showing a handful of peanuts converting to a Snickers bar. "Packed with peanuts, Snickers really satisfies" was shown in the commercials.<ref>{{Citation |title=Snickers Commercial from 1980 (featuring KD) "It's So Satisfying" | date=October 19, 2008 |url=https://www.youtube.com/watch?v=0Mm6H2XJDbQ |access-date=2023-11-22}}</ref>

===1984 Olympics===
Mars paid $5 million to have Snickers and [[M&M's]] named the "official snack" of the [[1984 Summer Olympics]], outraging nutritionists.<ref>{{cite web|url=http://www.upi.com/Archives/1983/12/06/Nutritionists-soured-by-Olympic-candy-endorsement/2304439534800/|title=Nutritionists soured by Olympic candy endorsement|date=December 6, 1983|work=UPI}}</ref> Sports promotions in international games continued to be a prominent marketing tool for Mars, keeping Snickers as an international brand while also selling local bars in some markets.<ref>{{cite book|author=Richard Varey|title=Marketing Communication: A Critical Introduction|url=https://books.google.com/books?id=T2VO0nKqYOMC&pg=PT141|date=September 11, 2002|publisher=Routledge|isbn=978-1-134-58159-7|pages=141–}}</ref>

===Not Going Anywhere For a While?===
Beginning in 1995, Snickers ran ads which featured someone making a self-inflicted mistake, with the voice-over saying "Not going anywhere for a while? Grab a Snickers!" The tag line at the end of each ad proclaimed, "Hungry? Why Wait?" Later ads have used the tagline “Rookie mistake? Maybe you just need a Snickers.”

Some of the ads were done in conjunction with the [[National Football League]], with whom Snickers had a sponsorship deal at the time. One ad featured a member of the grounds crew at [[Arrowhead Stadium]] painting the field for an upcoming [[Kansas City Chiefs]] game in hot, late-summer weather. After finishing one of the end zones, and visibly exhausted, one of the Chiefs players walks up to him and says the field looks great, "but who are the Chefs?", showing that despite all the hard work the painter accidentally omitted the "i" in Chiefs.<ref>{{cite web |url=http://www.advertolog.com/snickers/adverts/chefs-461055/ |title=Snickers Adverts And Commercials Archive CHEFS |publisher=AdvertoLog.com |date=March 15, 2015 |access-date=March 15, 2015 |archive-url=https://web.archive.org/web/20150402103350/http://www.advertolog.com/snickers/adverts/chefs-461055/ |archive-date=April 2, 2015 |url-status=dead }}</ref> Another had [[Marv Levy]] in the [[Buffalo Bills]] locker room lecturing his team that "no one's going anywhere" until the Bills figure out how to actually win a [[Super Bowl]].<ref>{{cite web|url=http://adage.com/article/news/marketing-100-snickers-santa-cruz-hughes/72184/|title=THE MARKETING 100: SNICKERS: SANTA CRUZ HUGHES|work=Advertising Age|last=Pollack|first=Jordan|date=June 30, 1997|access-date=November 23, 2015}}</ref>

===Snickers Feast===
In 2007, Snickers launched a campaign which featured [[Henry VIII]] and a Viking among others who attend the "Snickers Feast".<ref>{{Cite news |last=Elliott |first=Stuart |date=March 3, 2009 |title=The vocabulary of snacking, lightly sweetened|work=The New York Times |url=https://www.nytimes.com/2009/03/03/business/worldbusiness/03iht-03adco.20549248.html |access-date=2023-05-16 |issn=0362-4331}}</ref><ref>{{Cite web |last=Blogs |first=Adweek |title=Historical figures hit the road with Snickers |url=https://www.adweek.com/creativity/historical-figures-hit-road-snickers-16952/ |access-date=2023-05-16 |website=adweek.com |date=August 29, 2007}}</ref> It consisted of various commercials of the gang and their adventures on the feast.<ref>{{Cite web |last=Dilworth |first=Dianna |date=March 3, 2008 |title=Snickers satisfies with a feast on its Web site |url=https://www.dmnews.com/snickers-satisfies-with-a-feast-on-its-web-site/ |access-date=2023-05-16 |website=DMNews}}</ref><ref>{{Citation |title=SNICKERS Feast | date=December 31, 2007 |url=https://www.youtube.com/watch?v=-YNqushRhlo |access-date=2023-05-16}}</ref>

===Super Bowl XLI commercial===
On February 4, 2007, during [[Super Bowl XLI]], Snickers commercials aired. This resulted in complaints by gay and lesbian groups against the maker of the candy bar, Masterfoods USA of [[Hackettstown, New Jersey]], a division of [[Mars, Incorporated]]. The commercial showed a pair of auto mechanics accidentally kissing while sharing a Snickers bar. After quickly pulling away, one mechanic sheepishly says, "I think we just accidentally kissed.", and another mechanic frantically exclaims, "Quick! Do something manly!" and in three of the four versions, they do so mostly in the form of injury, including tearing out chest hair, striking each other with a very large [[pipe wrench]], and drinking [[motor oil]] and [[windshield washer fluid]]. In the fourth version, however, a third mechanic shows up and asks "Is there room for three in this [[The Love Boat|Love Boat]]?"

Complaints were lodged against Masterfoods that the ads were [[homophobia|homophobic]]. [[Human Rights Campaign]] president [[Joe Solmonese]] is quoted as saying, "This type of jeering from professional sports figures at the sight of two men kissing fuels the kind of anti-gay bullying that haunts countless gay and lesbian school children on playgrounds all across the country."<ref name="playground">[https://www.foxnews.com/story/snickers-ad-of-men-accidentally-kissing-pulled-after-complaints-from-gay-groups Snickers Ad of Men Accidentally Kissing Pulled After Complaints From Gay Groups], FOX Business. Article retrieved October 17, 2007.</ref>

[[Gay and Lesbian Alliance Against Defamation]] (GLAAD) president [[Neil Giuliano]] said "That Snickers, Mars and the NFL would promote and endorse this kind of prejudice is simply inexcusable." Masterfoods has since pulled the ads and the website.<ref name="playground" /><ref>[http://msn.foxsports.com/nfl/story/6446946?MSNHPHMA Super Bowl Controversy] {{webarchive|url=https://web.archive.org/web/20070208030533/http://msn.foxsports.com/nfl/story/6446946?MSNHPHMA |date=February 8, 2007 }}, FOX sports. Article retrieved February 6, 2007.</ref><ref>{{cite news|author=Thulasi Srikanthan |url=https://www.thestar.com/artsentertainment/article/178962 |title=entertainment {{pipe}} Snickers bicker feeds ad flap |work=TheStar.com |date=February 7, 2007 |access-date=June 16, 2009 | location=Toronto}}</ref>

===Mr. T===
In 2006, [[Mr. T]] starred in a Snickers advertisement in the UK where he rides up in an army tank and shouts abuse at a football player who appears to be faking an injury, threatening to introduce him to his friend Pain. Another advertisement featured Mr. T launching bars at a swimmer who appeared to refuse to get in a swimming pool because of the cold temperature of the water. In 2008, a European Snickers commercial in which Mr. T uses a [[Jeep]]-mounted [[Minigun]] to fire Snickers bars at a speedwalker for being a "disgrace to the man race" was pulled after complaints from a US pressure group that the advertisement was homophobic.<ref>{{cite news|url=https://www.theguardian.com/media/2008/aug/04/advertising |title=Don't give us none of that jibba jabba |newspaper=The Guardian |date=August 4, 2008 |access-date=June 16, 2009 | location=London | first=Mark | last=Sweney}}</ref> These advertisements usually ended with Mr. T saying "Snickers: Get Some Nuts!"

===NASCAR===
In [[NASCAR]] racing, Snickers (and the rest of the [[Mars, Incorporated|Mars]] affiliated brands) sponsored [[Kyle Busch]]'s No. 18 Toyota for [[Joe Gibbs Racing]]. Prior to that the brand served as a primary sponsor for [[Ricky Rudd]]'s No. 88 [[Yates Racing|Robert Yates Racing]] Ford as well as an associate sponsor for the team's No. 38 car driven first by [[Elliott Sadler]] and then by [[David Gilliland]], and an associate sponsor for the [[Ginn Racing|MB2 Motorsports]] No. 36 Pontiac driven by [[Derrike Cope]], [[Ernie Irvan]], [[Ken Schrader]], and others. In 1990, [[Bobby Hillin]] drove for [[Stavola Brothers Racing]] in the No. 8 Snickers Buick, marking the candy's first appearance as a sponsor; it had since been driven by [[Rick Wilson (racing driver)|Rick Wilson]] and [[Dick Trickle]]. Mars announced that at the conclusion of the [[2022 NASCAR Cup Series]] season, they would pull their sponsorship from not only Joe Gibbs Racing, but NASCAR entirely and it was replaced by [[Monster Energy]].{{citation needed|date=November 2024}}

===FIFA World Cup and UEFA Euro sponsorship===
Snickers was the Official Sponsor of the [[FIFA World Cup]] from [[1994 FIFA World Cup|1994]] until [[1998 FIFA World Cup|1998]] editions and the [[UEFA Euro 1996|1996 UEFA European Championship]]. Snickers was also the main sponsor of the Champions League in 1992–93 and 1993–94, Asian Cup 2011 and African Cup of Nations 2019.{{citation needed|date=November 2024}}

===You're Not You When You're Hungry===
In 2010, a new advertising campaign was launched, usually based around people turning into different people (usually celebrities) as a result of hunger (taking the new campaign's name "You're Not You When You're Hungry" quite literally). The tagline varied depending on the commercial's location or what variety the commercial is showing. The American adverts initially ended with the tagline "Snickers Satisfies". [[Steve Burns]], best known as the first host of the children's show ''[[Blue's Clues]]'' has done the voice of the announcer.<ref>{{cite web | url=https://www.sltrib.com/artsliving/2022/09/24/fanx-blues-clues-star-steve/ | title=At FanX, 'Blue's Clues' star Steve Burns gets nostalgic }}</ref> [[BBDO|BBDO New York]] said this campaign made Snickers the number one candy bar, up from seventh. In 2020, ''[[USA Today]]'''s Ad Meter named it the best [[Super Bowl]] campaign of the past 25 years.<ref>{{cite news | url=https://adage.com/article/agency-news/behind-super-bowl-snickers-commercial-betty-white/2391056 | title=Behind Betty White's 2010 Super Bowl spot for Snickers: The commercial kicked off a campaign that catapulted the brand from seventh place into category leadership | last=Wingate | first=Keira | work= [[Ad Age]] | date=January 10, 2022 | volume=93 | issue=1 | page=17 }}</ref>

In 2010, [[Betty White]] and [[Abe Vigoda]] appeared in the first Snickers commercial in this campaign, playing [[American football]]. The commercial was ranked by ADBOWL as the best advertisement of the year. This commercial was also briefly spoofed in an episode of ''[[SportsNation (TV series)|SportsNation]]'' on [[ESPN2]] with [[Michelle Beadle]] playing the role instead of [[Betty White]] in 2011.<ref>{{cite web| url=http://www.mankindunplugged.com/2011/02/02/super-bowl-ad-fail-by-espn-sportsnations-michelle-beadle/ | title=Super Bowl Ad FAIL by ESPN2 SportsNation's Michelle Beadle | date=February 2, 2011 | access-date=February 2, 2011}}</ref> Later that year, Snickers commercials featured singers [[Aretha Franklin]] and [[Liza Minnelli]], and comedians [[Richard Lewis (comedian)|Richard Lewis]] and [[Roseanne Barr]]. A 2011 commercial featured actors [[Joe Pesci]] and [[Don Rickles]].

In Latin America, the slogan was the same as in the UK version, except that men doing extreme sports turning into the Mexican singer [[Anahí]] as a result of hunger.<ref>{{cite web|title=Anahí se transforma en "Carlos" para comercial de chocolate|url=http://peopleenespanol.com/article/anahi-se-transforma-en-carlos-para-comercial-de-chocolate/|website=[[People en Español]]|access-date=March 20, 2018|language=es}}</ref> Brazilian versions of the ad featured actresses [[Betty Faria]] and [[Cláudia Raia]].

In 2013, [[Robin Williams]] and [[Bobcat Goldthwait]] appeared in a Snickers football commercial. Russian duo [[t.A.T.u.]] appeared in a Japanese Snickers commercial as themselves throwing a tantrum in a baseball game before eating the chocolate reverts them into normal baseball players.<ref>{{cite web |url=https://www.crunchyroll.com/anime-news/2013/10/17/video-pop-duo-tatu-featured-in-japanese-snickers-promo |title=VIDEO: Pop Duo t.A.T.u Featured in Japanese Snickers Promo |first=Scott |last=Green |publisher=[[Crunchyroll]] |date=October 18, 2013 |access-date=October 10, 2022}}</ref> In March 2014, a commercial featuring [[Godzilla]] was released to promote the [[Godzilla (2014 film)|2014 Godzilla film]]. In the commercial, Godzilla is shown hanging out with humans on the beach, riding dirt bikes, and water skiing; he only begins rampaging once he is hungry. After being fed a Snickers bar, he resumes having fun with the humans.<ref>{{cite web|url=http://www.ispot.tv/ad/7gLi/snickers-godzilla |title=Snickers TV Spot, 'Godzilla'| publisher=ISpot.tv | date=March 13, 2015 | access-date= March 13, 2015}}</ref>

In February 2015, Snickers' [[Super Bowl XLIX]] commercial featured a parody of a scene from an episode of ''[[The Brady Bunch]]'' entitled "[[List of The Brady Bunch episodes#ep90|The Subject Was Noses]]." In the commercial, [[Carol Brady|Carol]] and [[Mike Brady (The Brady Bunch)|Mike]] try to calm down a very angry [[Machete (character)|Machete]] (played by [[Danny Trejo]]). When the parents give Machete a Snickers bar, he reverts into [[Marcia Brady|Marcia]] before an irate [[Jan Brady|Jan]] (played by [[Steve Buscemi]]) rants upstairs and walks away. In a second commercial set earlier, Marcia (as Machete) angrily brushes her hair while yelling through her door.<ref>{{cite web |url=http://collider.com/best-super-bowl-commercials-2015/ |title=Watch This Year's Best Super Bowl Commercials |last=Chitwood | first=Adam |publisher=Collider.com |date=February 2, 2015 |access-date=February 5, 2015}}</ref><ref>{{cite web|url=https://www.youtube.com/watch?v=kXizLog2hms  |archive-url=https://ghostarchive.org/varchive/youtube/20211212/kXizLog2hms| archive-date=2021-12-12 |url-status=live|title=Super Bowl Ad 2015: SNICKERS "The Brady Bunch" Danny Trejo |date=January 31, 2015 |via=YouTube |access-date=2020-03-24}}{{cbignore}}</ref><ref>{{cite web|url=https://www.dreadcentral.com/news/88110/machete-kills-brady-bunch-snickers/|title=Machete Kills the Brady Bunch for Snickers|date=February 2, 2015}}</ref>

In 2016, for [[Super Bowl 50]], another Snickers commercial was made, featuring [[Willem Dafoe]] (as [[Marilyn Monroe]]) and [[Eugene Levy]], where Willem Dafoe complains about filming the iconic "subway grate" scene in ''[[The Seven Year Itch]]''. After being given a Snickers, he turns into Marilyn and goes ahead with the scene, with Levy operating the fan below, commenting that the scene will not make the movie's final cut, that nobody would want to see it. That same year, the Middle East produced their own Snickers commercial featuring [[DC Comics]]' [[Joker (character)|The Joker]] as the recipient of the Snickers bar, before turning back into a casual poker playing buddy.<ref>{{cite web|url=https://www.cbr.com/joker-ratchets-up-the-craziness-in-this-freaky-snickers-spot/|title=Joker ratchets up the craziness in this freaky Snickers spot|website=Comic Book Resources|date=June 2, 2016}}</ref>

In 2018, Brazil World Cup winner [[Ronaldo (Brazilian footballer)|Ronaldo]] is seen [[Goal celebration|celebrating a goal]] for Argentina. When he notices the confused faces around him, he eats a Snickers and returns to normal.<ref>{{cite news |title=Brazilian Ronaldo Featured in Snickers Campaign |url=https://www.sportsbusinessdaily.com/Global/Issues/2018/03/30/Marketing-and-Sponsorship/Cristiano-Ronaldo-Snickers.aspx |access-date=September 7, 2018 |agency=Sports Business Daily}}</ref>

The UK version of the campaign usually used British celebrities and, up until 2018, retained the slogan from the Mr. T. era. In the initial advertisement, [[Joan Collins]] and [[Stephanie Beacham]] featured as locker room footballers who had turned into them due to being hungry. In 2014, [[Rowan Atkinson]] as [[Mr. Bean (character)|Mr. Bean]] returned on television by appearing on several UK Snickers commercials and cinema spots, in place of a martial arts master who had turned into him as a result of hunger.<ref>{{cite web|url=http://www.adweek.com/creativity/mr-bean-hopeless-ninja-most-hilarious-snickers-youre-not-you-ads-yet-160586/ |title=Snickers TV Spot, 'Godzilla'| publisher=ISpot.tv | date=October 6, 2014 }}</ref> Later, in 2018, [[Elton John]] appeared in an advertisement where he turned into African American rapper Boogie after he eats a Snickers; the latter had turned into the former due to hunger (the slogan appeared on a turntable in this advertisement).{{citation needed|date=November 2024}}

===Nitro Sponsorship===
In 2013, Snickers began to sponsor Nitro at Six Flags Great Adventure.<ref>{{cite web |last1=Great Adventure |first1=Six Flags |title=Nitro- Six Flags Great Adventure |url=https://www.sixflags.com/greatadventure/attractions/nitro |website=Six Flags Great Adventure |access-date=2024-01-23}}</ref>

===Maybe You Just Need A Snickers===
In 2020,<ref>{{Cite web |date=September 22, 2021 |title=Snickers (History, FAQ, Marketing & Commercials) – Snack History |url=https://www.snackhistory.com/snickers/ |access-date=2024-03-25}}</ref> a new campaign was trialed, focusing on the theme of people doing things that contradicted what they think they are doing, such as a man crawling along rocky ground when he thought he was climbing a rock face, the new slogan for this commercial, "Confused? Maybe you just need a Snickers", indicating hunger-induced confusion. Nitro at Six Flags Great Adventure also features this advertisement style (see above). This campaign was revived in the UK in 2024 to promote the 2024 UEFA European Football Championships, featuring footballers [[Bukayo Saka]] and [[Luka Modrić]].<ref>{{Cite web |last=Bamford |first=Abbey |date=2024-03-27 |title=Snickers kicks off 'Own Goal' campaign with Modrić and Saka |url=https://www.marketing-beat.co.uk/2024/03/27/snickers-own-goal-campaign/ |access-date=2024-08-18 |language=en-GB}}</ref>
In 2025, Snickers announced an ambassador for their brand- Mingyu from popular boy group Seventeen.

===WrestleMania===
Snickers has been an official sponsor of [[WWE]]'s [[WrestleMania]] events, including [[WrestleMania 2000]], [[WrestleMania 22|22]], [[WrestleMania 32|32]], [[WrestleMania 33|33]], [[WrestleMania 34|34]], [[WrestleMania 35|35]], [[WrestleMania 36|36]], [[WrestleMania 37|37]], [[WrestleMania 38|38]],  [[WrestleMania 39|39]], [[WrestleMania XL|XL]] and now [[WrestleMania 41|41]]. while its Cruncher variant sponsored [[WrestleMania X-Seven]], [[WrestleMania XIX|XIX]], [[WrestleMania XX|XX]] and [[WrestleMania 21|21]].<ref>{{Cite web |date=February 22, 2023 |title=Snickers, WWE 2K23 return as presenting partners for WrestleMania |url=https://www.sportsbusinessjournal.com/Daily/Issues/2023/02/22/Marketing-and-Sponsorship/snickers-wwe-2k23-presenting-sponsors-wrestlemania.aspx |access-date=2024-01-10 |website=sportsbusinessjournal.com}}</ref><ref>{{Cite web |date=October 16, 2003 |title=Snicker's Cruncher, Subway and Stacker 2's YJ Stinger Are Official ... |url=https://corporate.wwe.com/news/company-news/2003/10-16-2003 |access-date=2024-01-10 |website=corporate.wwe.com}}</ref> Since then, Snickers has sponsored superstars such as [[Enzo and Cass|Enzo Amore and Big Cass]] with their signature term, SAWFT, which is labelled at the back of the chocolate bar.<ref>{{Cite web |date=April 1, 2017 |title=How you doin'? Enzo, Big Cass and WWE fans' favorite catchphrase |url=https://ftw.usatoday.com/2017/04/enzo-big-cass-wrestlemania-wwe-snickers |access-date=2024-01-10 |website=For The Win}}</ref>

===Six Flags Fright Fest===
Since 2011, Snickers has been the official sponsor of [[Six Flags]]' annual [[Six Flags Fright Fest|Fright Fest]] event at its theme parks.<ref>{{Cite web |title=Mars expands marketing partnership with Six Flags {{!}} Snack Food & Wholesale Bakery |url=https://www.snackandbakery.com/articles/102067-mars-expands-marketing-partnership-with-six-flags |access-date=2024-01-10 |website=snackandbakery.com}}</ref><ref>{{Cite web |title=The Scare Returns – Six Flags Fright Fest Presented by SNICKERS – The Biggest, Most Terrifying Halloween Celebration on the Planet is Baaack |url=https://investors.sixflags.com/news-and-events/press-releases/2021/08-16-2021 |access-date=2024-01-10 |website=investors.sixflags.com}}</ref>

==Controversy==
{{criticism section|date=November 2024}}

=== King-Size phaseout ===
A replacement for the king size Snickers bar was launched in the UK in 2004, and designed to conform to the September 2004 [[Food and Drink Federation]] (FDF) "Manifesto for Food and Health". Part of the FDF manifesto was seven pledges of action to encourage the food and drink industry to be more health conscious.<ref name="telequote">Fleming, Nic, [https://www.telegraph.co.uk/core/Content/displayPrintable.jhtml?xml=/news/2004/09/27/nchoc27.xml&site=5 Chocolate bars cut down to size]{{dead link|date=July 2021|bot=medic}}{{cbignore|bot=medic}}, telegraph.co.uk. September 27, 2004, retrieved December 8, 2006. Quote is from Michael Jenkins (external affairs director at Masterfoods, as parent company was then known).</ref> Reducing portion size, clearer food labels, and reduction of the levels of fat, sugar, and salt were among the FDF pledges. Mars Incorporated pledged to phase out their king-size bars in 2005 and replace them with shareable bars. A Mars spokesman said: "Our king-size bars that come in one portion will be changed so they are shareable or can be consumed on more than one occasion. The name king-size will be phased out."<ref name="telequote" />

These were eventually replaced by the 'Duo' –  a double bar pack. Though this change to Duos reduced the weight from {{convert|3.5|to|3.29|oz}}, the price remained the same. The packaging has step-by-step picture instructions of how to open a Duo into two bars, in four simple actions.<ref>[https://www.bbc.co.uk/dna/h2g2/A15847608 The Rise and Fall of 'King-Size' Chocolate Bars (UK)], h2g2 at bbc.co.uk. Article retrieved December 8, 2006.</ref> As Mars stated fulfillment of their promise, the Duo format was met with criticism by the National Obesity Forum and [[National Consumer Council]].<ref>Hickman, Martin, [https://www.independent.co.uk/news/uk/this-britain/chocolate-makers-eat-their-words-on-king-size-snacks-5336748.html "Chocolate makers eat their words on king-size snacks"], The Independent (London). Article written January 6, 2006. Retrieved December 8, 2006.</ref>

=== Australian recall ===
In December 2000, tens of thousands of Snickers and [[Mars bar|Mars Bars]] were removed from [[New South Wales]] store shelves due to a series of threatening letters which resulted in fears that the chocolate bars had been poisoned.<ref name="dailynewscentral">[http://health.dailynewscentral.com/index2.php?option=content&task=view&id=0001183&pop=1&page=0 "Mars, Snickers Recalled Due to Poison Threat"], health.dailynewscentral.com. July 1, 2004. {{webarchive |url=https://web.archive.org/web/20141006155150/http://health.dailynewscentral.com/index2.php?option=content&task=view&id=0001183&pop=1&page=0 |date=October 6, 2014 }}</ref> Mars received letters from an unidentified individual indicating that they planned to plant poisoned chocolate bars on store shelves.<ref name="dailynewscentral" /> The last letter sent included a Snickers bar contaminated with a substance which was later identified as rat poison.<ref name="dailynewscentral" /> The letters claimed that there were seven additional chocolate bars which had been tampered with and which were for sale to the public.<ref name="dailynewscentral" /> As a precautionary measure, Mars issued a massive recall.<ref name="dailynewscentral" /> Mars said that there had been no demand for money and complaints directed to an unidentified third party.<ref name="dailynewscentral" />

===Accusations of homophobia===
Snickers aired a commercial in [[Spain]] in August 2021. The 20-second video featured Spanish influencer Aless Gibaja at a restaurant, ordering "a sexy orange juice with Vitamins A, B, and C." A nearby friend, seeming confused, offers a Snickers bar—as part of the candy bar's ongoing marketing slogan of "You're not you when you're hungry"—and Gibaja is seemingly transformed into a bearded man with a low voice.<ref>{{cite news |last1=Woodyatt |first1=Duarte Mendonca, Amy |title=Snickers pulls Spanish advert after homophobia accusations |url=https://www.cnn.com/2021/08/07/europe/snickers-advert-homophobia-intl-scli/index.html |work=CNN |date=7 August 2021 |language=en}}</ref> The video began circulating online after airing, and received criticism as it was perceived to be homophobic. [[Irene Montero]], Spain's Minister for Equality, condemned the commercial, questioning "to whom it might have seemed like a good idea to use homophobia as a business strategy". She also added that it was "shameful and unfortunate" for Snickers to "continue to perpetuate stereotypes and promote homophobia".<ref>{{cite news |last1=Kassam |first1=Ashifa |title=Snickers Spain pulls advert after accusations of homophobia |url=https://www.theguardian.com/world/2021/aug/06/snickers-spain-pulls-advert-after-accusations-of-homophobia |work=The Guardian |date=6 August 2021}}</ref> Snickers later ceased airing the commercial and issued an apology for "any misunderstanding".<ref>{{cite news |title=Snickers Spain pulls TV advert after homophobia accusations |work=BBC |url=https://www.bbc.com/news/world-europe-58120598 |date=6 August 2021}}</ref>

== Snickers products ==
The following variants are available in the United States.<ref>{{cite web|url=https://www.snickers.com/our-products|title=All Snickers Products|website=snickers.com|access-date=April 18, 2022}}</ref>
*Snickers Original
*Snickers Milk Chocolate
*Snickers Almond
*Snickers Peanut Butter
*Snickers Pecan
*Snickers White Chocolate
*Snickers Peanut Brownie
*Snickers Almond Brownie Dark Chocolate
*Snickers Ice Cream<ref name="IceCream">{{Cite web|url=https://www.snickers.com/ice-cream-collection|title=SNICKERS Ice Cream: Ice Cream Bars, Ice Cream Pints}}</ref>
*Snickers Ice Cream Bars<ref name="IceCream" /><ref>{{Cite web |last3=2021 |date=December 15, 2020 |title=Snickers JUST Dropped NEW Peanut Brownie Ice Cream Bars, and We've Already Got a Craving |url=https://www.tasteofhome.com/article/snickers-peanut-brownie-ice-cream-bars/ |access-date=2023-04-19 |website=Taste of Home |archive-date=January 18, 2022 |archive-url=https://web.archive.org/web/20220118053211/https://www.tasteofhome.com/article/snickers-peanut-brownie-ice-cream-bars/ |url-status=dead }}</ref>
*Snickers 100 Calories Chocolate
*Snickers Creamy Peanut Butter
*Snickers Crunchy Peanut Butter
*Snickers Easter Egg
*Snickers Squares
*Snickers Candy Cane

==See also==
* [[Baby Ruth]]
* [[Milky Way (chocolate bar)|Milky Way]]
* [[Snickers salad]]
* [[List of chocolate bar brands]]
* [[List of candies]]

==References==
{{reflist}}

==External links==
{{commons category|Snickers}}
{{wiktionary|Snickers}}
* [http://www.snickers.com/ Official website]

{{Mars brands}}

[[Category:Products introduced in 1930]]
[[Category:American confectionery]]
[[Category:Candy]]
[[Category:Mars confectionery brands]]
[[Category:Peanut confectionery]]
[[Category:Chocolate bars]]
[[Category:Brand name confectionery]]